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The Saleema initiative in Sudan to abandon female genital mutilation: Outcomes and dose response effects

PloS one, 2019-03, Vol.14 (3), p.e0213380-e0213380 [Peer Reviewed Journal]

COPYRIGHT 2019 Public Library of Science ;COPYRIGHT 2019 Public Library of Science ;2019 Evans et al 2019 Evans et al ;ISSN: 1932-6203 ;EISSN: 1932-6203 ;DOI: 10.1371/journal.pone.0213380 ;PMID: 30861029

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Title:
The Saleema initiative in Sudan to abandon female genital mutilation: Outcomes and dose response effects
Author: Evans, W Douglas ; Donahue, Cody ; Snider, Jeremy ; Bedri, Nafisa ; Elhussein, Tibyaan A ; Elamin, Samira Ahmed
Eriksson, Kimmo
Subjects: Adolescent ; Adult ; Analysis ; Care and treatment ; Child ; Child welfare ; Circumcision, Female - ethnology ; Circumcision, Female - psychology ; Circumcision, Female - statistics & numerical data ; Female ; Female circumcision ; Female genital diseases ; Genital diseases, Female ; Government Programs ; Health education ; Health Knowledge, Attitudes, Practice - ethnology ; Humans ; Information management ; Medicine and Health Sciences ; Organizations ; People and Places ; Social norms ; Social Norms - ethnology ; Social Sciences ; Sudan ; United Nations ; Young Adult
Is Part Of: PloS one, 2019-03, Vol.14 (3), p.e0213380-e0213380
Description: The overall goal of the Saleema Initiative in Sudan is to promote long-term abandonment of female genital mutilation and cutting (FGM) through a contribution to changing social norms, attitudes, and intentions related to the practice. The initiative aims to create positive cultural associations with a girl remaining uncut, a new social norm. Saleema hypothesizes that branding the alternative to FGM (abandonment) will promote social norms change. In 2014, the lead author designed a monitoring and evaluation framework for Saleema in partnership with UNICEF, the National Council for Child Welfare (NCCW), and local organizations. The Saleema evaluation aimed to evaluate the effectiveness of the campaign in reducing pro-FGM social norms. A quasi-experimental design controlled for dosage of campaign messages delivered across the 18 states in Sudan to measure a dose-response effect. We operationalized social norms through a 4-item scale validated in previous research. This paper reports on quantitative evaluation findings based on data gathered in from 2015-2017 and focuses on the dose-response relationship between Saleema exposure and changes in FGM social norms. We found that self-reported exposure was associated with reduced pro-FGM social norms (coeff. = -0.329, p < .001). Additionally, higher doses of Saleema, measured through an exogenous measure of campaign event exposure from an independent monitoring system was associated with reduced pro-FGM social norms (coeff. = -0.146, p < .001). Saleema was effective in reducing pro-FGM social norms. It is a promising strategy and findings contribute to the growing literature on social norms approaches to behavior change.
Publisher: United States: Public Library of Science
Language: English
Identifier: ISSN: 1932-6203
EISSN: 1932-6203
DOI: 10.1371/journal.pone.0213380
PMID: 30861029
Source: Open Access: DOAJ Directory of Open Access Journals
Open Access: PubMed Central
Geneva Foundation Free Medical Journals at publisher websites
AUTh Library subscriptions: ProQuest Central
PLoS
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The Saleema initiative in Sudan to abandon female genital mutilation: Outcomes and dose response effects

COPYRIGHT 2019 Public Library of Science ;COPYRIGHT 2019 Public Library of Science ;2019 Evans et al 2019 Evans et al ;ISSN: 1932-6203 ;EISSN: 1932-6203 ;DOI: 10.1371/journal.pone.0213380 ;PMID: 30861029

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